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Measurement and analytics for social apps 18 may - speakernotes

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Presentation to London Facebook Developer Garage, May 18 2011, by Heather Stark.

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Measurement and analytics for social apps 18 may - speakernotes

  1. 1. Measurement and analytics for social apps Heather Stark @HAStark Investigate Analyse Interpret May 18 2011
  2. 2. The blind men and the elephant
  3. 3. The blind men and the elephant Virality coefficient Bag of words Stickiness ratio Betweenness centrality Influencer identification Cohort analysis Multivariate testing Customer lifetime value Funnel optimisation Community detection Message cut-through
  4. 4. The blind men and the elephant
  5. 5. Measurement vs analytics Measurement How many, how big? Analytics Enough? Reliably different from X? What will happen next? Thresholds Trends Classification/segmentation Comparison Inference Prediction WHAT SO WHAT
  6. 6. What kind of ‘what’ are we talking about? Action ( , [ ], [ ]) P1 Pn On People Objects Actions Relations
  7. 7. Social apps and social media Context-specific social actions Content-generic social actions Applications Domain-specific App-specific Media Domain-specific Objects Actions Share Recommend Create Modify Display Delete Platform-specific Objects Content Content - Generic attributes Distribution: p2p, controlled, public … Source: user, user role, organisation … Referent: person, object, other content, … Relationship:self (versioning), other content (includes…) Persistence: real-time, asynch; transient, trace, … App-specific Platform-specific
  8. 8. Dimensions of difference: the ‘what’ Media/content evaluation Social action dynamics Social network structure Application design testing Customer lifecycle tracking Impact, Favourability, Message cut-through… Activity zone Sample measures (direct and derived) Virality, Influencer/Opinion leader scoring… Connectivity, Community identification, Assortative mixing… Funnel health indices, App-specific measures Acquisition channel tracking, Engagement, Retention…
  9. 9. Social network structure & dynamics Structure Dynamics Centrality Diffusion Connectivity Clustering
  10. 10. Dimensions of difference: the ‘so what’ Media/content evaluation Social action dynamics Social network structure Application design testing Customer lifecycle tracking Activity zone ‘ So what’ secret sauce?    } } (relatively) well-understood ‘ Wild west’ – unexplored (possibly difficult, possibly rewarding…)     
  11. 11. There IS an elephant in the room! THIS IS AN ALPHA VERSION FEEDBACK WELCOME THIS IS WRONG in at least some details….maybe more. BUT IS IT THE RIGHT WAY TO UNDERSTAND THE LANSCAPE? But what kind of elephant? Here’s one way to start to think about it.
  12. 12. Tomatoes? @HAStark

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